In addition to e-commerce website goals (conversion, sales, etc) your book discusses additional website goals that companies might want to use.Google has published a resource of goals companies can use here:

https://support.google.com/analytics/answer/1012040

The main type of goals are listed below:

Goal Type Description Example

Destination A specific location loads Thank you for registering!web page or app screen

Duration Sessions that lasts a specific amount of time or longer 10 minutes or longer spent on a support site

Pages/Screens per session A user views a specific number of pages or screens 5 pages or screens have been loaded

Event An action defined as an Event is triggered Social recommendation, video play, ad click

For the following discussion, please pick one of the scenarios below (only 1) and discuss in this forum.

• What kind of websites might use a duration goal?Give an example and why the duration goal would be an important metric.
• What kind of website might use pages/screens per session goals?Give an example and why the pages/screens per session goal might be important?
• When would you use an event goal instead of a destination goal?Give an example, and why this goal would be important.